ANALISIS PENGARUH HARGA DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN PT. SUMBER ALFARIA TRIJAYA TBK CABANG CITRA GARDEN 3 EXT JAKARTA BARAT

Abstrak

Persaingan bisnis ritel modern yang semakin kompetitif menuntut perusahaan mampu memberikan nilai terbaik kepada konsumen melalui penetapan harga yang sesuai dan kualitas pelayanan yang optimal. Harga yang kompetitif serta pelayanan yang berkualitas berperan penting dalam meningkatkan kepuasan konsumen. Namun, ketidaksesuaian antara harga dan kualitas pelayanan masih menjadi permasalahan pada PT. Sumber Alfaria Trijaya Tbk Cabang Citra Garden 3 Ext Jakarta Barat. Penelitian ini bertujuan menganalisis pengaruh harga dan kualitas pelayanan terhadap kepuasan konsumen, baik secara parsial maupun simultan. Penelitian menggunakan metode kuantitatif dengan pendekatan asosiatif. Sampel penelitian berjumlah 100 responden yang dipilih menggunakan teknik Purposive Sampling. Data dikumpulkan melalui kuesioner, observasi, dan dokumentasi, kemudian dianalisis menggunakan IBM SPSS Statistics 26 melalui uji validitas, uji reliabilitas, uji asumsi klasik, analisis regresi linear berganda, uji t, uji F, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa harga berpengaruh positif dan signifikan terhadap kepuasan konsumen (thitung = 6,718; Sig. = 0,000), sedangkan kualitas pelayanan juga berpengaruh positif dan signifikan (thitung = 3,441; Sig. = 0,001). Secara simultan, kedua variabel berpengaruh positif dan signifikan terhadap kepuasan konsumen (Fhitung = 179,971; Sig. = 0,000) dengan koefisien determinasi (R²) sebesar 0,788, sehingga harga dan kualitas pelayanan berkontribusi sebesar 78,8% terhadap kepuasan konsumen.

The increasingly competitive modern retail business demands companies to be able to provide the best value to consumers through appropriate pricing and optimal service quality. Competitive prices and quality services play an important role in increasing customer satisfaction. However, the mismatch between price and service quality remains a problem at PT. Sumber Alfaria Trijaya Tbk, Citra Garden 3 Ext Branch, West Jakarta. This study aims to analyze the effect of price and service quality on customer satisfaction, both partially and simultaneously. The study uses a quantitative method with an associative approach. The research sample consisted of 100 respondents selected using a Purposive Sampling technique. Data were collected through questionnaires, observation, and documentation, then analyzed using IBM SPSS Statistics 26 through validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and coefficients of determination. The results showed that price had a positive and significant effect on customer satisfaction (t count = 6.718; Sig. = 0.000), while service quality also had a positive and significant effect (t count = 3.441; Sig. = 0.001). Simultaneously, both variables have a positive and significant effect on consumer satisfaction (Fcount = 179.941; Sig. = 0.000) with a coefficient of determination (R²) of 0.788, so that price and service quality explain 78.8% to consumer satisfaction.